MAM
TrafficGuard unveils Pmax: Boosting Google Performance Max campaign anti-fraud measures
Mumbai: TrafficGuard, a leading digital ad verification and fraud prevention platform has launched its Performance Max (PMax) Channel Solution to provide robust safeguards for businesses that rely on Google’s Performance Max in their digital marketing strategies. TrafficGuard PMax solution gives marketers tools for identifying and mitigating invalid traffic (IVT) within Performance Max campaigns.
TrafficGuard’s PMax solution detects and categorises invalid traffic, generated by Google’s AI wrongly recognising the ‘positive’ signals from illegitimate traffic, and optimising towards these “users”. It customises exclusion lists tailored to each customer’s needs and subsequently guides Google’s Performance Max-AI to avoid engaging with these undesirable elements, including low-value clickers and bad actors. This strategic approach not only safeguards businesses from illegitimate traffic but also influences PMax’s AI to focus on elevating the presence of higher-value, authentic users. The result is a greater return on investment on ad spend for businesses using PMax.
TrafficGuard CEO Mathew Ratty said, “We launched our Pmax Channel solution to give marketers greater visibility and control over their Performance Max campaigns. It provides in-depth reporting analysis, audience targeting solutions, and invalid traffic filters that enable marketers to maximise ROI, safeguard their campaigns and make informed decisions. At the same time, they can influence the PMax algorithm to ensure the data it optimises towards is as close to your target audience as possible. This enables businesses to prevent the negative effects of the black box algorithm, as they can influence it to their advantage.”
TrafficGuard provides ad fraud prevention solutions that leverage advanced data science techniques to optimise digital marketing campaign performance. It serves clients that include Disney, Lux Escapes, Singtel, Hello Fresh, NTUC Income, William Hill, Tab Corp, and Better Collective. It is the only PPC verification vendor in the world that has been admitted to the Google Cloud Marketplace.
TrafficGuard chief product officer Elie Shuggi said: “This solution addresses a crucial need within our marketing community. Trusting black box algorithms has become increasingly challenging, and we believe TrafficGuard’s PMax solution offers the protection they seek. Our initial trials have been promising, filtering out bot traffic amongst other invalid traffic, and enabling Google’s Performance Max AI to seek genuine users across Google advertising channels.”
The result of using TrafficGuard’s Pmax Channel solution is increased return on ad spend as the budget is optimised to target more genuine people, valuable insights so users can spot trends and optimise digital media channels accordingly, and time and resources saved with automated invalid traffic and fraud protections. TrafficGuard’s Pmax Channel solution also provides a Data Collection Filter, which enables businesses to mitigate their exposure to unwanted data collection. This is critical in the prevention of the inadvertent collection of children’s data by businesses utilising PMax and ensures businesses comply with local data privacy and child protection legislation.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
